Effectivity of Crowd Culture Marketing

Crowd Culture Marketing
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Crowd Culture Marketing
Social media has changed how branding works through the introduction of a substitute model called cultural branding. Crowd culture through digital crowds has become effective at producing creative entertainment, making it difficult for companies to compete. Due to this change, branding is now about which techniques work and which do not. According to the case, social media seems to have made brands less significant (Holt, 2016). This paper analyses case study by Holt (2016) to unearth the effectiveness of crowd culture marketing for today’s brands.
Social media has intensified the collaboration of communities there were once geographically isolated. Thus, their cultural influence has been made direct and substantial. Crowd cultures are categorized into two: Amplified Subcultures and Turbocharged Art Worlds (Holt, 2016). Amplified Subcultures involve new ideologies and practices, such that anyone can jump into the center of any subculture and participate with just a few clicks. In this subculture, members push for new ideas, products, practices, and aesthetics. For instance, members who were dissatisfied with the casual and fast food companies collaborated with the existing crowd cultures to connect with Chipotle through several principles that Holt (2016) outline in the case study.
One of the principles is mapping of the cultural orthodoxy. Through cultural branding, the brand promotes an innovative ideology that breaks into various conventions. To achieve this, the brand has to identify which convention to leapfrog. It is called the cultural orthodoxy (Holt, 2016). Food-marketing companies came up with America’s industrial food ideology in the 20th century. By so doing, Americans believed in ensuring bountiful, healthy, and tasty food made through st...